Netherlands: Unilever acquries De Vegetarische Slager

Multinational consumer goods firm Unilever has announced the acquisition of De Vegetarische Slager (The Vegetarian Butcher), a Netherlands-based meat substitutes firm, for an undisclosed sum.

Unilever said the acquisition fitted with its strategy of expanding its portfolio into plant-based foods that are healthier and have a lower environmental impact, and would allow it to respond to the growing demand for vegetarian and vegan meals.

Founded in 2007, The Vegetarian Butcher produces plant-based meat substitutes, such as nuggets, sausages and burgers, which aim at competing with animal meat in respect of taste, structure, perception and nutritional value. The company’s product range is distributed across 4,000 stores in 17 countries, including leading Dutch retailers Albert Heijn Jumbo, Plus and Spar.

Commenting on the deal, Nitin Paranjpe, president Foods & Refreshment at Unilever, said: “The Vegetarian Butcher is a brand with a clear mission, many loyal ambassadors, a good following on social media and a strong position in the market. The brand will fit in well within our portfolio of ‘brands with purpose’, which have a positive social impact, are better positioned to meet the needs of consumers and are growing faster. Importantly, this acquisition will help us to accelerate our journey towards more plant-based food”.